6 ways social media managers can deliver a great Twitter experience

By Liz Alton
Best practices

Brands are shifting their focus to the customer experience. How does this shape the social media manager’s role? According to a recent Forrester study, 79% of brands named improving the customer experience as their top concern. Here are six strategies that can help social media managers bring customers an outstanding brand experience.

Connect with audiences emotionally

Whether you’re Tweeting content or responding to a customer service request, forge an emotional connection. The Harvard Business Review agrees: “Our research across hundreds of brands in dozens of categories shows that the most effective way to maximize customer value is to move beyond mere customer satisfaction and connect with customers at an emotional level.” How can your content tap into customers’ deeper concerns, motivations, and needs with your Tweets?

Focus on building conversations

Don’t just broadcast company updates or share fun content. Use Twitter to build conversations and create deeper engagement around the topics that matter the most to your audience.

Here are a few ways you can build conversations:

Know your brand’s story, customers, and goals

It’s important that social media managers really understand the brand and target audience. Take time to dive into the customers’ journey at your business. Ask how you can create content, engagement, and support strategies that align to different stages, from brand discovery to driving purchases.

Recognize that timeliness matters

One study showed that people who complain on Twitter want responses within an hour. Timeliness matters. Social media managers need to stay connected to what's happening on Twitter. Use dashboards that allow you to track brand mentions, including common misspellings, and relevant keywords so you can respond to positive and negative feedback in a timely way. 

Have a clear customer experience strategy

Define your customer experience strategy for Twitter. Is your goal to create a customer service support channel, or develop stronger relationships with existing customers? Social media managers bring together analytics, content, and engagement to support their company’s biggest goals. Develop a clear strategy to get there. 

Always ask for feedback

Ask for feedback on how you’re doing and what customers need and want from you. Invite followers to Tweet you, send a DM with more details on their concerns and suggestions, or take a quick, targeted survey. Direct lines of communication to customers are valuable. Find out how you can more effectively serve your customers on Twitter and beyond.

Social media managers are on the front lines of delivering their customers a great experience on Twitter. Work to understand your audience and your company’s objectives — and then focus on content, engagement strategies, and analytics feedback to help make that vision a reality.

Looking to amplify your marketing efforts? Recent research shows that cost-per-ad engagement on Twitter has declined by 42% YoY while ad engagements have increased by 75% YoY.* Create a Twitter Ads campaign today.

Additional reading:

*Q4 2017 Twitter internal data

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